POP MART’s LABUBU, a Chinese original designer toy character, made a notable first-ever appearance at the 2026 FIFA World Cup opening ceremony in Mexico City, drawing widespread attention from Chinese audiences and highlighting China’s growing creative influence on the global stage.
- LABUBU debuted as giant mascots at the 2026 World Cup opening in Mexico City.
- POP MART launched a global FIFA-themed merchandise line coinciding with the event.
- The appearance symbolizes growing international recognition of Chinese creative IP.
What happened
During the opening ceremony of the 2026 FIFA World Cup held at Azteca Stadium in Mexico City, POP MART’s original designer toy IP, LABUBU, made a surprise debut. Two giant LABUBU mascots appeared on stage, one dressed in Argentina’s national team jersey holding the World Cup trophy, and the other wearing Mexico’s colors while carrying popcorn. This marked the first time a Chinese original IP participated in a FIFA World Cup opening ceremony since the tournament began in 1930.
The spectacle quickly gained substantial attention in China, dominating social media conversations with trending hashtags such as #LABUBUDebutsAtTheWorldCup. Chinese netizens expressed both humor and pride, contrasting LABUBU’s presence with traditional sports stars, while POP MART simultaneously launched a THE MONSTERS × FIFA World Cup merchandise collection in over 40 countries, which sold out rapidly online.
Why it matters
LABUBU’s appearance at the World Cup opening reflects a significant milestone for Chinese original brands gaining global visibility. It underscores the growing international appeal of Chinese IP in entertainment and consumer markets, especially within younger demographics and worldwide pop culture. With around RMB 4.81 billion (approximately $670 million) revenue generated by THE MONSTERS franchise in the first half of 2025, LABUBU stands as a flagship example of Chinese creative exports.
This event also demonstrates FIFA’s strategic efforts to deepen engagement with Asian audiences, particularly in China, by incorporating culturally resonant elements. Moving beyond commercial partnerships, LABUBU’s high-profile exposure at such a premier sporting event signals increasing recognition for Chinese designers and the broader shift from 'Made in China' to 'Created in China.'
What to watch next
Following the successful launch of the FIFA World Cup-themed merchandise and LABUBU’s debut, monitoring POP MART’s international expansion and collaboration efforts will be key. The response to this initiative could pave the way for more Chinese creative IPs to enter major global sporting and entertainment events, driving broader cultural exchange and commercial opportunities.
Additionally, how FIFA continues to tailor its content and partnerships to capture Asian market interest, especially among younger consumers, will be important for future tournaments. The success of LABUBU could influence the inclusion of other regionally significant cultural icons, fostering greater diversity and representation on the global stage.